Every company has a value proposition. That is a statement of their perceived value to their clients. Often a company will have one perception at the executive level, another at the sales level, and even a third one at the client level.

Value propositions need to be aligned so that the customer is getting a consistent message. If the value proposition is not aligned you will have different level, different directions, and different speeds that not aiming at the same results. If you take the time to find out what others are saying about your value and compare that to what you think your value is, you may be quite surprised that the two values are not the same. If you aim to keep happy customers, then you must change your value proposition to match that of the customer